Art du Gout stores were previously part of the «Cheese Sommelier» franchise, but the owner decided to withdraw from the franchise, and we were tasked with rebranding. We developed a new logo and visual identity, renamed all social media accounts, and began working on brand promotion.
Full-cycle SMM for the Art du Gout cheese club
- To increase awareness of the new brand and attract visitors to offline venues.
- To build loyalty among customers who had not yet visited the shops.
- To drive traffic to social media platforms and the website.
Project goals
Social Media Management
Targeted Advertising
- Platforms: We managed Instagram and VK pages, duplicating content from Instagram to VK, including stories.
Targeted Advertising
- January 22 – February 22: Targeted ads were run on Instagram to boost subscriptions and drive sales.
- Post-February 2022: After Instagram ads were blocked in Russia, the budget was reallocated to VK community promotion.
We rebranded the existing VK community, repackaged it in the new corporate style, and launched advertising campaigns. Concurrently, the client updated the website's design and functionality, enabling us to direct high-quality traffic to the site with a focus on conversions.
Solutions
There are plenty of cheese shops out there, but most of them lack any real differentiation. We kept seeing the same kind of photos- cheese on wooden boards, draped in fabrics, surrounded by excessive props.
We believe that true luxury lies in minimalism, not in clutter. That’s why we placed the focus squarely on the most important thing — the product itself. We showcased it in the best possible way, shooting against a minimalist beige background that aligns with the brand book.
We believe that true luxury lies in minimalism, not in clutter. That’s why we placed the focus squarely on the most important thing — the product itself. We showcased it in the best possible way, shooting against a minimalist beige background that aligns with the brand book.
Just like with the website content, our main goal was to elevate the visual identity to a new, premium level. Over the course of nearly a year, we carried out more than 15 content shoots in a variety of locations. We filmed product shots and conversational videos with staff inside the stores, as well as reportage-style coverage of tastings and masterclasses at offline venues.
Summer was especially picturesque: we captured a rooftop tasting in the heart of St. Petersburg, a tasting on a yacht, and even a beautiful picnic in Yusupov Garden.
Summer was especially picturesque: we captured a rooftop tasting in the heart of St. Petersburg, a tasting on a yacht, and even a beautiful picnic in Yusupov Garden.
Promotions were expanded to include tastings, master classes, and unique events:
Summer events: Separate campaigns were created for rooftop and yacht events, which were highly successful and well-attended.
Holiday campaigns: Leading up to the holidays, the focus shifted to promoting gift baskets and gift sets, which resonated strongly with the audience.
Early stages
Initially, targeted ads were run on Instagram via Facebook’s official ad account.
Post-March 2022
After Meta advertising tools were disabled in Russia, all campaigns were transitioned to the VK advertising platform. This pivot allowed us to maintain momentum while adapting to the new restrictions.
Key audiences:
To ensure the success of targeted campaigns, we identified and engaged with highly relevant audiences, including:
• Interest-Based Audiences: Leveraging customer data from Yandex.Metrika.
• Look-Alike Audiences: Groups resembling those who had positive interactions with ads and visited the website.
• Competitor Audiences: Subscribers of major cheese retailers and other relevant competitors.
• Event-Specific Audiences: Individuals interested in cheese tastings and related activities.
• Customer Data Audiences: Targeting existing customer bases and site visitors.
• Search Query Audiences: Using data from KeyCollector, we targeted queries related to cheese, cheese baskets, and other relevant terms.
Targeting Performance Metrics Over the Entire Campaign Period:
On Instagram
Total reach: 142,619
Profile visits: 1,795
Cost per click: 24.29 RUB
Click-through rate (CTR): 1.26%
Number of purchases: 21
On VKontakte
Total reach: 6 744 726
Profile visits: 31 156
Cost per click: 25.71 RUB
Click-through rate (CTR): 0.35%
Number of website purchases: 329
Number of purchases through the group: 32
ROAS (Return on Ad Spend): 52.6%
CR (Conversion Rate): 1.76%
Summer events: Separate campaigns were created for rooftop and yacht events, which were highly successful and well-attended.
Holiday campaigns: Leading up to the holidays, the focus shifted to promoting gift baskets and gift sets, which resonated strongly with the audience.
Early stages
Initially, targeted ads were run on Instagram via Facebook’s official ad account.
Post-March 2022
After Meta advertising tools were disabled in Russia, all campaigns were transitioned to the VK advertising platform. This pivot allowed us to maintain momentum while adapting to the new restrictions.
Key audiences:
To ensure the success of targeted campaigns, we identified and engaged with highly relevant audiences, including:
• Interest-Based Audiences: Leveraging customer data from Yandex.Metrika.
• Look-Alike Audiences: Groups resembling those who had positive interactions with ads and visited the website.
• Competitor Audiences: Subscribers of major cheese retailers and other relevant competitors.
• Event-Specific Audiences: Individuals interested in cheese tastings and related activities.
• Customer Data Audiences: Targeting existing customer bases and site visitors.
• Search Query Audiences: Using data from KeyCollector, we targeted queries related to cheese, cheese baskets, and other relevant terms.
Targeting Performance Metrics Over the Entire Campaign Period:
On Instagram
Total reach: 142,619
Profile visits: 1,795
Cost per click: 24.29 RUB
Click-through rate (CTR): 1.26%
Number of purchases: 21
On VKontakte
Total reach: 6 744 726
Profile visits: 31 156
Cost per click: 25.71 RUB
Click-through rate (CTR): 0.35%
Number of website purchases: 329
Number of purchases through the group: 32
ROAS (Return on Ad Spend): 52.6%
CR (Conversion Rate): 1.76%
We’ve only recently begun exploring this direction, but we already have ambitious plans and don’t intend to stop. So far, we’ve limited ourselves to two publications in Telegram channels focused on gastronomy. In the near future, we plan to expand our reach by featuring in several more top St. Petersburg-based channels.
As part of the project, we developed the logo for the new Art du Gout brand, along with a complete visual identity, a usage guideline, and a range of advertising material designs. These included: business cards, shopping bags, packaging patterns, stickers, gift certificates, printed event posters for offline sales locations, plastic loyalty cards, various types of postcards for decorating gift baskets, store signage, entrance door stickers, and staff aprons.
There are plenty of cheese shops out there, but most of them lack any real differentiation. We kept seeing the same kind of photos- cheese on wooden boards, draped in fabrics, surrounded by excessive props.
We believe that true luxury lies in minimalism, not in clutter. That’s why we placed the focus squarely on the most important thing — the product itself. We showcased it in the best possible way, shooting against a minimalist beige background that aligns with the brand book.
We believe that true luxury lies in minimalism, not in clutter. That’s why we placed the focus squarely on the most important thing — the product itself. We showcased it in the best possible way, shooting against a minimalist beige background that aligns with the brand book.
Just like with the website content, our main goal was to elevate the visual identity to a new, premium level. Over the course of nearly a year, we carried out more than 15 content shoots in a variety of locations. We filmed product shots and conversational videos with staff inside the stores, as well as reportage-style coverage of tastings and masterclasses at offline venues.
Summer was especially picturesque: we captured a rooftop tasting in the heart of St. Petersburg, a tasting on a yacht, and even a beautiful picnic in Yusupov Garden.
Summer was especially picturesque: we captured a rooftop tasting in the heart of St. Petersburg, a tasting on a yacht, and even a beautiful picnic in Yusupov Garden.
Promotions were expanded to include tastings, master classes, and unique events:
Summer events: Separate campaigns were created for rooftop and yacht events, which were highly successful and well-attended.
Holiday campaigns: Leading up to the holidays, the focus shifted to promoting gift baskets and gift sets, which resonated strongly with the audience.
Early stages
Initially, targeted ads were run on Instagram via Facebook’s official ad account.
Post-March 2022
After Meta advertising tools were disabled in Russia, all campaigns were transitioned to the VK advertising platform. This pivot allowed us to maintain momentum while adapting to the new restrictions.
Key audiences:
To ensure the success of targeted campaigns, we identified and engaged with highly relevant audiences, including:
• Interest-Based Audiences: Leveraging customer data from Yandex.Metrika.
• Look-Alike Audiences: Groups resembling those who had positive interactions with ads and visited the website.
• Competitor Audiences: Subscribers of major cheese retailers and other relevant competitors.
• Event-Specific Audiences: Individuals interested in cheese tastings and related activities.
• Customer Data Audiences: Targeting existing customer bases and site visitors.
• Search Query Audiences: Using data from KeyCollector, we targeted queries related to cheese, cheese baskets, and other relevant terms.
Targeting Performance Metrics Over the Entire Campaign Period:
On Instagram
Total reach: 142,619
Profile visits: 1,795
Cost per click: 24.29 RUB
Click-through rate (CTR): 1.26%
Number of purchases: 21
On VKontakte
Total reach: 6 744 726
Profile visits: 31 156
Cost per click: 25.71 RUB
Click-through rate (CTR): 0.35%
Number of website purchases: 329
Number of purchases through the group: 32
ROAS (Return on Ad Spend): 52.6%
CR (Conversion Rate): 1.76%
Summer events: Separate campaigns were created for rooftop and yacht events, which were highly successful and well-attended.
Holiday campaigns: Leading up to the holidays, the focus shifted to promoting gift baskets and gift sets, which resonated strongly with the audience.
Early stages
Initially, targeted ads were run on Instagram via Facebook’s official ad account.
Post-March 2022
After Meta advertising tools were disabled in Russia, all campaigns were transitioned to the VK advertising platform. This pivot allowed us to maintain momentum while adapting to the new restrictions.
Key audiences:
To ensure the success of targeted campaigns, we identified and engaged with highly relevant audiences, including:
• Interest-Based Audiences: Leveraging customer data from Yandex.Metrika.
• Look-Alike Audiences: Groups resembling those who had positive interactions with ads and visited the website.
• Competitor Audiences: Subscribers of major cheese retailers and other relevant competitors.
• Event-Specific Audiences: Individuals interested in cheese tastings and related activities.
• Customer Data Audiences: Targeting existing customer bases and site visitors.
• Search Query Audiences: Using data from KeyCollector, we targeted queries related to cheese, cheese baskets, and other relevant terms.
Targeting Performance Metrics Over the Entire Campaign Period:
On Instagram
Total reach: 142,619
Profile visits: 1,795
Cost per click: 24.29 RUB
Click-through rate (CTR): 1.26%
Number of purchases: 21
On VKontakte
Total reach: 6 744 726
Profile visits: 31 156
Cost per click: 25.71 RUB
Click-through rate (CTR): 0.35%
Number of website purchases: 329
Number of purchases through the group: 32
ROAS (Return on Ad Spend): 52.6%
CR (Conversion Rate): 1.76%
We’ve only recently begun exploring this direction, but we already have ambitious plans and don’t intend to stop. So far, we’ve limited ourselves to two publications in Telegram channels focused on gastronomy. In the near future, we plan to expand our reach by featuring in several more top St. Petersburg-based channels.
As part of the project, we developed the logo for the new Art du Gout brand, along with a complete visual identity, a usage guideline, and a range of advertising material designs. These included: business cards, shopping bags, packaging patterns, stickers, gift certificates, printed event posters for offline sales locations, plastic loyalty cards, various types of postcards for decorating gift baskets, store signage, entrance door stickers, and staff aprons.
There are plenty of cheese shops out there, but most of them lack any real differentiation. We kept seeing the same kind of photos- cheese on wooden boards, draped in fabrics, surrounded by excessive props.
We believe that true luxury lies in minimalism, not in clutter. That’s why we placed the focus squarely on the most important thing — the product itself. We showcased it in the best possible way, shooting against a minimalist beige background that aligns with the brand book.
We believe that true luxury lies in minimalism, not in clutter. That’s why we placed the focus squarely on the most important thing — the product itself. We showcased it in the best possible way, shooting against a minimalist beige background that aligns with the brand book.
Just like with the website content, our main goal was to elevate the visual identity to a new, premium level. Over the course of nearly a year, we carried out more than 15 content shoots in a variety of locations. We filmed product shots and conversational videos with staff inside the stores, as well as reportage-style coverage of tastings and masterclasses at offline venues.
Summer was especially picturesque: we captured a rooftop tasting in the heart of St. Petersburg, a tasting on a yacht, and even a beautiful picnic in Yusupov Garden.
Summer was especially picturesque: we captured a rooftop tasting in the heart of St. Petersburg, a tasting on a yacht, and even a beautiful picnic in Yusupov Garden.
Promotions were expanded to include tastings, master classes, and unique events:
Summer events: Separate campaigns were created for rooftop and yacht events, which were highly successful and well-attended.
Holiday campaigns: Leading up to the holidays, the focus shifted to promoting gift baskets and gift sets, which resonated strongly with the audience.
Early stages
Initially, targeted ads were run on Instagram via Facebook’s official ad account.
Post-March 2022
After Meta advertising tools were disabled in Russia, all campaigns were transitioned to the VK advertising platform. This pivot allowed us to maintain momentum while adapting to the new restrictions.
Key audiences:
To ensure the success of targeted campaigns, we identified and engaged with highly relevant audiences, including:
• Interest-Based Audiences: Leveraging customer data from Yandex.Metrika.
• Look-Alike Audiences: Groups resembling those who had positive interactions with ads and visited the website.
• Competitor Audiences: Subscribers of major cheese retailers and other relevant competitors.
• Event-Specific Audiences: Individuals interested in cheese tastings and related activities.
• Customer Data Audiences: Targeting existing customer bases and site visitors.
• Search Query Audiences: Using data from KeyCollector, we targeted queries related to cheese, cheese baskets, and other relevant terms.
Targeting Performance Metrics Over the Entire Campaign Period:
On Instagram
Total reach: 142,619
Profile visits: 1,795
Cost per click: 24.29 RUB
Click-through rate (CTR): 1.26%
Number of purchases: 21
On VKontakte
Total reach: 6 744 726
Profile visits: 31 156
Cost per click: 25.71 RUB
Click-through rate (CTR): 0.35%
Number of website purchases: 329
Number of purchases through the group: 32
ROAS (Return on Ad Spend): 52.6%
CR (Conversion Rate): 1.76%
Summer events: Separate campaigns were created for rooftop and yacht events, which were highly successful and well-attended.
Holiday campaigns: Leading up to the holidays, the focus shifted to promoting gift baskets and gift sets, which resonated strongly with the audience.
Early stages
Initially, targeted ads were run on Instagram via Facebook’s official ad account.
Post-March 2022
After Meta advertising tools were disabled in Russia, all campaigns were transitioned to the VK advertising platform. This pivot allowed us to maintain momentum while adapting to the new restrictions.
Key audiences:
To ensure the success of targeted campaigns, we identified and engaged with highly relevant audiences, including:
• Interest-Based Audiences: Leveraging customer data from Yandex.Metrika.
• Look-Alike Audiences: Groups resembling those who had positive interactions with ads and visited the website.
• Competitor Audiences: Subscribers of major cheese retailers and other relevant competitors.
• Event-Specific Audiences: Individuals interested in cheese tastings and related activities.
• Customer Data Audiences: Targeting existing customer bases and site visitors.
• Search Query Audiences: Using data from KeyCollector, we targeted queries related to cheese, cheese baskets, and other relevant terms.
Targeting Performance Metrics Over the Entire Campaign Period:
On Instagram
Total reach: 142,619
Profile visits: 1,795
Cost per click: 24.29 RUB
Click-through rate (CTR): 1.26%
Number of purchases: 21
On VKontakte
Total reach: 6 744 726
Profile visits: 31 156
Cost per click: 25.71 RUB
Click-through rate (CTR): 0.35%
Number of website purchases: 329
Number of purchases through the group: 32
ROAS (Return on Ad Spend): 52.6%
CR (Conversion Rate): 1.76%
We’ve only recently begun exploring this direction, but we already have ambitious plans and don’t intend to stop. So far, we’ve limited ourselves to two publications in Telegram channels focused on gastronomy. In the near future, we plan to expand our reach by featuring in several more top St. Petersburg-based channels.
As part of the project, we developed the logo for the new Art du Gout brand, along with a complete visual identity, a usage guideline, and a range of advertising material designs. These included: business cards, shopping bags, packaging patterns, stickers, gift certificates, printed event posters for offline sales locations, plastic loyalty cards, various types of postcards for decorating gift baskets, store signage, entrance door stickers, and staff aprons.
There are plenty of cheese shops out there, but most of them lack any real differentiation. We kept seeing the same kind of photos- cheese on wooden boards, draped in fabrics, surrounded by excessive props.
We believe that true luxury lies in minimalism, not in clutter. That’s why we placed the focus squarely on the most important thing — the product itself. We showcased it in the best possible way, shooting against a minimalist beige background that aligns with the brand book.
We believe that true luxury lies in minimalism, not in clutter. That’s why we placed the focus squarely on the most important thing — the product itself. We showcased it in the best possible way, shooting against a minimalist beige background that aligns with the brand book.
Just like with the website content, our main goal was to elevate the visual identity to a new, premium level. Over the course of nearly a year, we carried out more than 15 content shoots in a variety of locations. We filmed product shots and conversational videos with staff inside the stores, as well as reportage-style coverage of tastings and masterclasses at offline venues.
Summer was especially picturesque: we captured a rooftop tasting in the heart of St. Petersburg, a tasting on a yacht, and even a beautiful picnic in Yusupov Garden.
Summer was especially picturesque: we captured a rooftop tasting in the heart of St. Petersburg, a tasting on a yacht, and even a beautiful picnic in Yusupov Garden.
Promotions were expanded to include tastings, master classes, and unique events:
Summer events: Separate campaigns were created for rooftop and yacht events, which were highly successful and well-attended.
Holiday campaigns: Leading up to the holidays, the focus shifted to promoting gift baskets and gift sets, which resonated strongly with the audience.
Early stages
Initially, targeted ads were run on Instagram via Facebook’s official ad account.
Post-March 2022
After Meta advertising tools were disabled in Russia, all campaigns were transitioned to the VK advertising platform. This pivot allowed us to maintain momentum while adapting to the new restrictions.
Key audiences:
To ensure the success of targeted campaigns, we identified and engaged with highly relevant audiences, including:
• Interest-Based Audiences: Leveraging customer data from Yandex.Metrika.
• Look-Alike Audiences: Groups resembling those who had positive interactions with ads and visited the website.
• Competitor Audiences: Subscribers of major cheese retailers and other relevant competitors.
• Event-Specific Audiences: Individuals interested in cheese tastings and related activities.
• Customer Data Audiences: Targeting existing customer bases and site visitors.
• Search Query Audiences: Using data from KeyCollector, we targeted queries related to cheese, cheese baskets, and other relevant terms.
Targeting Performance Metrics Over the Entire Campaign Period:
On Instagram
Total reach: 142,619
Profile visits: 1,795
Cost per click: 24.29 RUB
Click-through rate (CTR): 1.26%
Number of purchases: 21
On VKontakte
Total reach: 6 744 726
Profile visits: 31 156
Cost per click: 25.71 RUB
Click-through rate (CTR): 0.35%
Number of website purchases: 329
Number of purchases through the group: 32
ROAS (Return on Ad Spend): 52.6%
CR (Conversion Rate): 1.76%
Summer events: Separate campaigns were created for rooftop and yacht events, which were highly successful and well-attended.
Holiday campaigns: Leading up to the holidays, the focus shifted to promoting gift baskets and gift sets, which resonated strongly with the audience.
Early stages
Initially, targeted ads were run on Instagram via Facebook’s official ad account.
Post-March 2022
After Meta advertising tools were disabled in Russia, all campaigns were transitioned to the VK advertising platform. This pivot allowed us to maintain momentum while adapting to the new restrictions.
Key audiences:
To ensure the success of targeted campaigns, we identified and engaged with highly relevant audiences, including:
• Interest-Based Audiences: Leveraging customer data from Yandex.Metrika.
• Look-Alike Audiences: Groups resembling those who had positive interactions with ads and visited the website.
• Competitor Audiences: Subscribers of major cheese retailers and other relevant competitors.
• Event-Specific Audiences: Individuals interested in cheese tastings and related activities.
• Customer Data Audiences: Targeting existing customer bases and site visitors.
• Search Query Audiences: Using data from KeyCollector, we targeted queries related to cheese, cheese baskets, and other relevant terms.
Targeting Performance Metrics Over the Entire Campaign Period:
On Instagram
Total reach: 142,619
Profile visits: 1,795
Cost per click: 24.29 RUB
Click-through rate (CTR): 1.26%
Number of purchases: 21
On VKontakte
Total reach: 6 744 726
Profile visits: 31 156
Cost per click: 25.71 RUB
Click-through rate (CTR): 0.35%
Number of website purchases: 329
Number of purchases through the group: 32
ROAS (Return on Ad Spend): 52.6%
CR (Conversion Rate): 1.76%
We’ve only recently begun exploring this direction, but we already have ambitious plans and don’t intend to stop. So far, we’ve limited ourselves to two publications in Telegram channels focused on gastronomy. In the near future, we plan to expand our reach by featuring in several more top St. Petersburg-based channels.
As part of the project, we developed the logo for the new Art du Gout brand, along with a complete visual identity, a usage guideline, and a range of advertising material designs. These included: business cards, shopping bags, packaging patterns, stickers, gift certificates, printed event posters for offline sales locations, plastic loyalty cards, various types of postcards for decorating gift baskets, store signage, entrance door stickers, and staff aprons.
- Elevated the visual quality of the brand’s social media presence.
- Achieved strong performance with targeted advertising.
- Continuously experiment with and test new hypotheses and platforms.
RESULTS
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In a brief consultation, we’ll identify the best strategy to achieve your goals, outline the project timeline, and then provide a detailed estimate along with a description of the services we can deliver under our collaboration.
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